SENSORY ANALYSIS
SENSORY-PERCEPTUAL CONVERGENCE IN THE PURCHASING DECISION PROCESS OF THE PERFUME CONSUMER
DOI:
https://doi.org/10.21171/ges.v15i43.3572Keywords:
Sensory analysis; Consumer behavior; Sensory marketing; Perfumes; SensesAbstract
This research studies the perceptual convergence of consumers when buying perfumes, considering the four senses (smell, sight, touch, and hearing (social influences)). Perceptual convergence was determined as a dependent variable and each sense as an independent variable. A survey was carried out with 321 respondents, showing the influence of consumer sensory constructs. The strongest correlations were between "olfactory perception" and "hearing" (social image of the perfume) and "smell" and "touch". The lowest correlations were "sight" and "smell". Sensory convergence is better explained by the constructs "smell" and "touch", while "sight" and "hearing" (perfume suggestions) did not indicate strong contributions. The importance of the analysis of sensorial convergence in the perfumery sector, both in scientific investigations and in the industry, was verified. The use of neurotechnologies is recommended to obtain knowledge about sensorineural influences, for example, neuroplasticity, in sensory experiences in perfumes, food products, beverages, pharmaceuticals, retail, among other marketing possibilities.
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